Senior Director, Performance Marketing & Demand Generation JobBannockburn, IL
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Why You'll Love This Job
About BrightStar Care
BrightStar Care is a national home health care franchise with a mission to provide the highest quality care to individuals and families. Our franchisee network depends on a high-performing marketing engine to connect consumers with care, build enterprise health system partnerships, and attract the caregivers and clinical staff who make it all possible. This role sits at the center of that engine.
The Opportunity
As Senior Director, Performance Marketing & Demand Generation, you will own BrightStar Care's full commercial pipeline — from audience strategy and media investment through to lead conversion and franchisee revenue impact. This is a senior marketing leadership role that demands equal parts strategic vision and hands-on performance accountability.
You will lead the Growth & B2B track and report directly to the SVP, Marketing. Three direct reports — a Demand Generation Leader, a Campaign Management Leader, and a B2B & Enterprise Marketing Manager — will look to you for direction, development, and accountability.
BrightStar Care's growth depends on franchisees growing their average unit volume. Performance Marketing is the primary lever. This role is measured by what it produces for the network.
BrightStar Care is a national home health care franchise with a mission to provide the highest quality care to individuals and families. Our franchisee network depends on a high-performing marketing engine to connect consumers with care, build enterprise health system partnerships, and attract the caregivers and clinical staff who make it all possible. This role sits at the center of that engine.
The Opportunity
As Senior Director, Performance Marketing & Demand Generation, you will own BrightStar Care's full commercial pipeline — from audience strategy and media investment through to lead conversion and franchisee revenue impact. This is a senior marketing leadership role that demands equal parts strategic vision and hands-on performance accountability.
You will lead the Growth & B2B track and report directly to the SVP, Marketing. Three direct reports — a Demand Generation Leader, a Campaign Management Leader, and a B2B & Enterprise Marketing Manager — will look to you for direction, development, and accountability.
BrightStar Care's growth depends on franchisees growing their average unit volume. Performance Marketing is the primary lever. This role is measured by what it produces for the network.
Responsibilities
Demand Generation Strategy
- Own end-to-end demand generation strategy across three distinct audiences: consumers seeking home health care, health system and enterprise B2B partners, and prospective caregivers and clinical staff
- Define top-of-funnel channel mix, messaging framework, targeting approach, and budget allocation across audiences
- Build and own a full-funnel performance model — from impression to qualified lead to franchisee revenue — with clear attribution at every stage
- Lead HubSpot pipeline design and marketing automation strategy in partnership with Marketing Operations
- Own and report on CPL, CPA, conversion rates, and pipeline contribution to franchisee AUV growth
- Set performance targets by audience and channel; build the escalation protocols when performance falls short
- Manage paid media budget allocation across all channels with full transparency to the SVP Marketing on spend and outcomes
- Build a structured test-and-learn culture — continuous experimentation on creative, copy, targeting, landing pages, and offers
- Lead campaign execution across paid search, paid social, organic search, email, programmatic, and social simultaneously
- Partner with Brand & Content to ensure performance campaigns draw from brand-consistent creative systems without slowing velocity
- Oversee local campaign strategy in partnership with the Local Marketing Enablement team to support individual franchisee market growth
- Lead the marketing strategy for BrightStar's health system, payer, and employer benefit partnerships — aligned with the national accounts pipeline
- Lead, develop, and retain a high-performing Growth & B2B team
- Contribute to the AI Innovation Committee, evaluating demand generation and marketing tools against BrightStar's performance standards
Skills & Qualifications
Required
Success in this role is defined by the outcomes we produce for franchisees. Key metrics include:
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- 10+ years of progressive marketing experience, with at least 5 years in a senior performance marketing, demand generation, or growth marketing leadership role
- Deep B2C and B2B demand generation expertise — with a demonstrated track record of building pipelines tied to measurable revenue outcomes, not just lead volume
- Proven paid media expertise across search, social, programmatic, and email — with hands-on experience managing significant budgets and optimizing for conversion
- Strong HubSpot proficiency (or equivalent CRM/MAP platform), including pipeline design, lead scoring, attribution, and campaign performance tracking
- Experience managing multi-audience demand generation programs — consumer, enterprise/B2B, and recruitment — simultaneously
- Track record of building and leading high-performing teams
- Experience in home health, healthcare, or a consumer services franchise environment
- B2B marketing experience in a healthcare or health system context — health system procurement, payer relationships, or employer benefit programs
- Experience in a PE-backed or high-growth environment where marketing is held directly accountable to revenue outcomes
- Familiarity with AI-assisted marketing performance tools — predictive lead scoring, AI-driven campaign optimization, or automated audience segmentation
- Bachelor's degree in Marketing, Business, or a related field required
- Advanced degree or relevant certifications (Google Ads, Meta Blueprint, HubSpot) valued
Success in this role is defined by the outcomes we produce for franchisees. Key metrics include:
- Consumer lead volume and quality — measured by conversion from lead to scheduled consultation, not raw lead count
- Cost per acquisition — tracked by audience and channel, with targets set jointly with the SVP Marketing
- B2B pipeline contribution — marketing-attributed enterprise opportunities, measured monthly
- Recruitment pipeline — caregiver and clinical leads generated by market, correlated to open position fill rates
- GMF spend attribution — all Growth track spend tied to measurable pipeline and conversion outcomes
- Team performance and retention — direct reports performing against individual goals through the first 12 months
- Mission-driven work — improving quality of life for families who need home health care
- A seat at the table — direct access to the SVP Marketing and CGO, with your metrics presented to senior leadership
- Resources to work with — a dedicated team, defined budget, and clear mandate
- Room to build — an opportunity to shape the demand generation function in a franchise network that is scaling